Final up to date on October 1st, 2026 at 10:58 am
Josh Latimer went from delivering pizzas to constructing a number of corporations. However when his software program firm stored shedding cash, he thought he wanted extra clients.
He was about to search out out that wasn’t the issue.
The Pizza Store Proprietor With the Corvette
Josh Latimer met his first entrepreneur whereas delivering pizzas. The person who owned the native Domino’s franchise was additionally Josh’s soccer coach, and so far as Josh might inform, he was wealthy. He drove a Corvette, and Josh didn’t know anybody else with cash to match him to. So in his thoughts, a Corvette was what wealthy regarded like.
However the Corvette was leased. His coach had solely had it for a couple of yr when cheese costs went up and he couldn’t cowl the lease cost anymore, so the automobile went again.
Nonetheless, from the place Josh stood, his coach had made it, and seeing that up shut was sufficient to get him hooked on the thought of working his personal enterprise. He performed Tony Robbins cassette tapes within the automobile whereas he made deliveries and browse Wealthy Dad Poor Dad.
First, he tried the respectable route. He sat for his securities licensing exams and landed a job as a private banker at JPMorgan Chase, the sort of job that made his mother proud. However Josh hated sitting in that cubicle. He nicknamed it the Soul Sucker 9000, and when he lastly stop, he selected a line of labor his mother appreciated lots much less.
Squeegees and a 1993 Chevy Cavalier
Josh stop the financial institution to start out cleansing home windows. He drove round in a junky 1993 Chevy Cavalier, knocking on doorways and attempting to make a buck.
His mother didn’t take it properly. She’d been pleased with the financial institution job, and now her son had walked away from it to wash home windows. She instructed him he was ruining his life, after which didn’t communicate to him for per week.
For some time, the enterprise didn’t do a lot to show her mistaken. Josh was poor, residing in a trailer park and going door to door searching for work.
However ultimately, the corporate began to develop. It reached $50,000 per week, and he had a crew working for him, most of them half time as a result of the work was seasonal. It was by no means big, nevertheless it had grown from one man knocking on doorways into an organization with virtually 30 workers.
Seven Days to Promote All the pieces
In 2015, Josh felt like God was telling him to maneuver to Costa Rica, and he didn’t need to go.
He doesn’t like warmth or bugs, so he calls Costa Rica “the recent bug place.” His spouse, Ashley, likes the seashores, however Josh knew so little concerning the nation that he thought it was an island.
He additionally had no simple method to depart. His enterprise wasn’t listed on the market, and neither was his home. So Josh instructed God that if the transfer was His thought, He’d have to assist Josh wrap up the home and the enterprise first.
Inside seven days, he had presents on each. Josh bought the window enterprise to a personal fairness agency, bought the home and moved to Costa Rica with Ashley.
What Personal Fairness Did With His Enterprise
The agency that purchased Josh’s firm was placing collectively what’s known as a roll-up, shopping for up comparable native companies and mixing them into one greater firm. The thought was to make the mixed firm extra helpful than the person companies on their very own.
The brand new homeowners additionally went to work on the enterprise itself. Josh says the very first thing personal fairness does after shopping for a enterprise is increase the worth, after which increase it once more. His outdated firm’s costs went up, and the brand new homeowners arrange a name heart to cellphone each buyer on his listing each six weeks to ask in the event that they wanted something.
Josh had by no means accomplished something like that. He ran one promotion within the spring and one within the fall, and calling clients each six weeks gave the impression of overkill for an area window cleansing firm. Some clients did get irritated, however the enterprise took off.
Watching them work, Josh found out that personal fairness isn’t at all times run by good individuals, however it’s run by good ones. They took the identical buyer listing he’d constructed and located much more cash in it by charging extra and getting these clients again extra typically.
The Software program Firm That Ate His Paycheck
Josh and Ashley spent rather less than two years in Costa Rica, and the entire time, neither of them might determine why they had been there. However Josh did uncover Russell Brunson there, listening to John Lee Dumas’s podcast on a seashore, and he purchased what Russell was promoting.
Costa Rica can also be the place Josh began a podcast of his personal for window cleaners, one thing he by no means would have accomplished in the event that they’d stayed residence. It went on to get one million downloads, and it launched his software program firm, SendJim.
Josh had written the primary code for SendJim again in 2012, earlier than he bought the window enterprise, as a software for his personal firm. SendJim automates junk mail for native companies. When a carpet cleaner finishes a job, for instance, it might mail the client a sequence of thank-you postcards and letters and ship mail to the client’s 10 closest neighbors.
Constructing software program in 2012 was costly, although, and SendJim misplaced cash for years whereas Josh labored on it full time with out taking a paycheck. He made his cash teaching different residence service enterprise homeowners, and the teaching introduced in numerous money. However all of it went straight into SendJim, and ultimately, the corporate had Josh headed for chapter. So out of desperation, he joined Russell’s Internal Circle.
A Truck Stuffed with Watermelons
On Josh’s first name with Russell, Russell needed to know how SendJim made cash, so Josh walked him by the numbers. A buyer was price about $500 to SendJim over their lifetime, and it price about $1,000 to get one.
Russell instructed him that was an issue, then defined it with watermelons. Think about you purchase a truck stuffed with watermelons for a greenback every, drive them to the market and promote each for 50 cents. Promoting extra watermelons wouldn’t repair that. It could solely make you poor sooner.
SendJim was shedding about $500 on each buyer, and Josh had come into Internal Circle asking for assist with advertising and marketing. However extra clients would solely imply extra losses, so Russell instructed him they wanted to alter the enterprise mannequin first.
The opposite transfer Russell pushed him towards was combining Josh’s teaching and his software program into one provide. It was the identical factor Russell had accomplished with ClickFunnels, pairing it along with his unique Funnel Hacks course.
The modifications turned every part round. Josh credit Russell with saving SendJim in 90 days, and he says the corporate has gone on to do virtually $40 million.
After years of stress, Josh was able to step again from SendJim, so when a brand new enterprise companion introduced in a CEO to run it, he handed it off. The corporate has grown since, and Josh nonetheless sits on the board.
With SendJim in good palms, Josh might put his power the place his coronary heart had at all times been, serving to the little man.
Why Greater Made His Teaching Worse
Josh’s teaching program began out for window cleaners and stress washers, and he had no thought how a lot demand there could be. No person in residence providers was working a proper teaching program or mastermind but, so he constructed one, and it stored rising.
However the greater it obtained, the more severe it turned for the latest members. When this system was small, members cried, paid off bank cards and even saved their marriages. As extra individuals joined, this system began to really feel extra company, and the typical member obtained much less out of it. Being buyer quantity 800 wasn’t the identical as being buyer quantity 4.
Josh began fascinated with how he might give extra individuals the expertise these early members had. However whereas he was working by that, a proposal got here in for the teaching program, and he bought it to a big CRM firm. Then he took two years off.
When he got here again, he began constructing what he calls decentralized teaching. Josh certifies individuals to launch small native mastermind teams of three to 5 enterprise homeowners. The individuals main these teams don’t want a giant following or a rented Lamborghini. Their job is to carry native enterprise homeowners collectively, and after they’re run properly, the teams develop on their very own, since each new member makes the group extra helpful to everybody else.
There are actually greater than 100 of those teams, known as F.R.A.P.™ chapters, in 23 states and some different nations. And each certainly one of them is constructed on the identical four-letter system.
FRAP Begins With the Value
FRAP stands for frequency, referrals, common ticket and pricing. Josh believes each greenback a enterprise has ever made got here by a type of 4, whether or not the proprietor had a reputation for it or not.
Frequency means getting clients to return again extra typically, just like the six-week calls personal fairness made to his outdated clients. Referrals can come from teaming up with different native companies, which his FRAP chapters make simple, since a flower store and a restaurant in the identical group can promote one another. And common ticket is about promoting a little bit extra with every buy by upsells, add-ons and packages.
However when Josh sits down with a enterprise proprietor, he works by FRAP backward, beginning with pricing, as a result of it’s the one an proprietor can change at this time. It’s additionally the identical transfer he watched personal fairness make along with his outdated window firm.
A part of why Josh begins there’s how shortly a worth improve provides up for the proprietor. Say your enterprise brings in $100,000 a month, and after you pay your group, your advertisements, your insurance coverage and every part else, you retain $10,000. For those who’d charged 20% extra for a similar work, you’d have introduced in $120,000 and stored $30,000, as a result of charging extra often doesn’t add any prices. A 20% worth improve would triple what you’re taking residence.
Even so, elevating costs is horrifying for lots of householders. Some are afraid their clients will depart. Others really feel like charging extra makes them a nasty individual, and Josh is aware of that feeling properly. He grew up with non secular programming that taught him wealth was depraved, and for years he ran his companies with one foot on the fuel and one on the brake.
However when homeowners lastly take their foot off the brake, what occurs is often lots much less dramatic than they feared. Certainly one of Josh’s licensed coaches labored with a $5 million garden care firm that was nervous about elevating its worth even a pair p.c. When it did, 11 of its 4,000 clients requested to cancel. The corporate known as all 11 and stored 10, and Josh says that one small transfer created greater than $100,000 in revenue.
If that also looks like an excessive amount of, Josh begins smaller. He as soon as labored with a lady who broke down crying over a worth improve, so he requested her to lift her worth 1% and verify in with him the following Monday. Nothing occurred. So she raised it one other 1%, and so they stored going like that for a number of weeks till she was able to go greater.
And as soon as an proprietor will get that first win on pricing, the opposite three letters really feel lots much less scary.
What Josh’s Story Teaches
Josh spent years attempting to develop by getting extra clients. He knocked on doorways to construct his window enterprise, and later, when SendJim was shedding cash on each new buyer, he went to Russell asking for extra advertising and marketing. However his greatest breakthroughs got here as soon as he found out easy methods to make every buyer price extra.
So how a lot is every of your clients price to you proper now? It’s simple to skip that query when all of your power goes into discovering new ones, nevertheless it’s the query Russell dug into on his first name with Josh.
You won’t want much more clients to develop. A small worth improve, a purpose for individuals to return again or another factor so as to add to their order can herald more cash with out discovering anybody new.
And for those who’re simply getting began, you get to arrange your provide this manner from day one. Decide a worth you be ok with, and add extra to your provide over time.
Whether or not you’re scaling a proposal or launching your first one, ClickFunnels provides you the instruments to construct it round your buyer.
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